RedNote wins free 2026 FIFA World Cup streaming rights
Chinese social media platform Xiaohongshu (RedNote) has secured the broadcasting rights for the 2026 FIFA World Cup, making all 104 matches available free of charge through live streams, replays, and highlight clips on its platform. Users will be able to watch via the app, web platform, and mobile screen-casting services. The company plans to leverage its community ecosystem for new interactive formats and immersive content experiences, following significant growth in its football-interest user base.
Key Takeaways
- All 104 2026 FIFA World Cup matches will be free on Xiaohongshu, also known as RedNote.
- The platform will offer live streams, replays, and highlight clips across app, web platform, and mobile screen-casting services.
- Xiaohongshu said its football-interest user base surpassed 100 million in the past year.
- Football-related interactions and discussions on Xiaohongshu more than doubled year-on-year.
- The company plans new interactive formats and immersive content experiences around the World Cup.
Why It Matters
RedNote now has a marquee sports property that can drive large-scale live viewing inside a lifestyle app, with all 104 World Cup matches available free across app, web, and screen-casting. The move also shows Xiaohongshu using its community layer, not just video delivery, as part of the viewing experience. That matters because the platform says its football-interest user base passed 100 million and football discussions more than doubled year-on-year. Watch for the interactive formats and immersive content experiences Xiaohongshu rolls out around the tournament.
Read full article at global.chinadaily.com.cn
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